Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


The Future of Search Marketing

By Published on .

Search marketing is a strange animal. Already almost a "legacy" channel, search nevertheless is morphing before our very eyes, says Shar VanBoskirk. The VP-principal analyst at Forrester Research says changes will force search marketers to think more like business planners than like channel managers. Tactically speaking, this means thinking about search marketing as not just SEM and SEO but as an umbrella term that applies to using any targeted media to help an advertiser “get found.”
Most Popular
In this article: